Sephora: digital transformation of paper catalogues

We’ve retained the seamless reading experience of the print version and used technology to engage and support conversion.

ABOUT
SEPHORA

With 2,700 stores in 35 countries worldwide, Sephora is a leading omnichannel beauty retailer. The brand emphasises digital innovation to make sure its client can shop where and how they like.

THE CHALLENGE: Catching up with users’ needs

The traditional catalogue format tends to get stuck on the way to meet customers’ needs. Transferring content from paper to the online channel is not good enough.

While a pdf catalogue might work on desktop, it just won’t do on a mobile device. And that’s where the majority of users want to browse them. Not to mention missing out on all the opportunities technology offers.

THE SOLUTION

An eCatalogue that goes beyond product info by featuring engaging how-to and lifestyle content. All delivered in an interactive, appealing format. Available on all devices and integrated with the eCommerce platform. What’s not to like here?

THE PROCESS: making improvements with each version

Product Discovery

We started by looking closely into users’ preferences and identifying their pain points. Our research team analysed the market and the already available solutions and prepared an outline of a dedicated digital product. We brought all these findings to the table when we sat down with the client to define key product functionalities.

UX/UI Design & Development

With each edition of the eCatalogue, we used materials provided by Sephora and its Partners to create rich and attractive content formats suitable for the digital catalogue. Features such as animations and lifestyle content increased user engagement and allowed customers to discover more about each of the brands presented in the catalogue.

The UX team created a navigation system that allows users to find the information they came for easily. A quick & simple user path has ensured a good customer experience and supported conversion.

Product Development

Each of the nine eCatalogue issues that followed the original one was optimised based on user behaviour and data. We also regularly tweaked the navigation system and added new content formats.